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TOTAL LICENSING
THE
NATIONAL
GALLERY
MAKES FORAY INTO LICENSING
The National Gallery in London hous- The National Gallery’s permanent col- boundaries of the National Gallery, to
es one of the most varied collections lection consists of Western European promote the brand and therefore the
“It is the
of paintings in the world. It has a glo- paintings dating from about 1250 to Gallery itself and to generate valuable
interaction
bal reputation and recognition as the 1900 and no other collection better revenue for the Gallery.
between the
home of some of tells the story of art through this pe- The style guide for the licensing pro- paintings and
the world’s great- riod. The Gallery has a responsibility gram has been developed by Red Cen-
the public that
est masterpieces to protect the integrity of the tral, an agency chosen for their knowl-
drives the
including: The Collection, to preserve it, to edge of the licensing business but also
National
Madonna of understand and interpret it because they were new to the herit-
Gallery as a
the Rocks by and, above all, to inform, in- age sector and so were able to bring a
Leonardo, spire and engage the public. fresh approach to the program.
brand.”
Sunflow- Creating a defined retail “The style guide has a mix of product
ers by Van and licensing proposition ideas, design inspiration and packaging
Gogh and is a natural extension of and brand guidance,” explains Kate
The Water- the brand’s role in mak- Barker, Business Development and
Lily Pond ing this experience ac- Merchandise Director for the Na-
by Monet. cessible to a broader tional Gallery Company, and
More than audience. It is this aim responsible for the li-
4 million people that sees the Nation- censing programme
visit the gallery each year. al Gallery now set to “which offers an ex-
The National Gallery was unlock the commer- cellent platform from
created in 1824 to form a new cial potential of the brand and which licensees can
national collection of art for the en- enter into the world of licensing. explore and experi-
joyment and education of all. The first The National Gallery Company Ltd is ment with National
pictures were originally displayed in a a commercial organisation that con- Gallery content.”
house on Pall Mall but public criticism tributes financially to the National Managing Director
of the inadequate accommodation for Gallery by providing a range of servic- of Start Licensing,
the growing collection led in 1834 to es (retail, catering, picture library ad e- Ian Downes, has
the decision to construct a purpose- commerce), publications and products, been working with
built gallery. A site in Trafalgar Square designed to enhance the experience National Gallery Com-
was chosen, as the crossroads of Lon- for visitors and other customers. pany on the development of their li-
don, where the collection would be “The National Gallery Company has censing programme. “The style guide
accessible to the rich people travelling engaged in licensing projects previ- that the National Gallery Company
from West London in their carriages, ously but this is the first time we have has completed offers licensees a fan-
and by foot to the poor of the East drawn together all the assets that the tastic insight into the commercial po-
End. Gallery has to offer” says Marketing tential of the gallery’s collection,” he
The building has grown with the col- and Communications Manager Sam comments. “I am sure that licensees
lection, with a number of extensions Harris. “Our new licensing programme will find it a great guide to work with,
over the years. The art work of the provides access not just to the paint- to develop products that build on the
gallery is not only at eye-level, under- ings but to everything which makes unique equity the gallery’s collection
foot in the Portico are stunning mo- the Gallery experience special.” offers commercial partners. Having
saics created by Boris Anrep, an asso- The licensing aims of the Gallery are seen the success other museums and
ciate of the Bloomsbury Group, and to attract new and diverse retail and galleries have recently achieved in li-
throughout the building are beautiful licensing partners, develop and deliver censing, I am sure the National Gal-
To find out more about these
patterns and details from the wallpa- premium products, extend the pres- lery will develop a successful licensing
licensing opportunities email:
per through to the cornicing. ence of the merchandise beyond the programme.”
licensing@nationalgallery.co.uk
59
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